City of Jingdezhen
- Branding
City of Jingdezhen is known as the “Porcelain Capital” as it hasbeen producing Chinese ceramics for at least 1000 years, andfor much of that period it was the most important and finestquality in China. The city has a well-documented history that stretches back over 2,000 years.
However, Jingdezhen is shrinking from economic decline byfacing with plenty of ceramics businesses collapse.
As my mother’s hometown and the city I was born, I decidedto rebrand the city of Jingdezhen to refresh the look and feelwith the aim of making it remarkable, challenging with the way in a global perspective of translating the deep cultural rootsand high quality craft of ceramics can be modern, fashionable and energetic. It is a city with a great cultural aesthetic and it deserved to shine in a global spotlight just like other big cities.
Logo
The “zhen” of Jingdezhen in English literally means “town” due to the place used to be a small town, and then gradually transited into a city. The five different sub-logos are developed with each one emphasises on five different aspects of the city: tea, porcelain, heritage, food and aviation. The logo comes in bilingual languages in order to reach out to broader audiences.
Poster & Banner
The choices of the images have to be impactful and able to speak for itself, especially when it comes to express different themes. They have to be adjusted with a darker tone and higher contrast to compliment with its typography, to be clear and stand out. The posters usually come in series when presented in subway, bus stop and other urban areas.
“This is a city of...” Campaign
“This is a city of...” campaign is designed in both Mandarin and English to approach both Chinese and international audiences. The concept behind the campaign is the flexibility of exploring and writing down their impression of Jingdezhen as a city based on their own feeling. The different types of handwritings from people are later used to apply on coffee cup, Souvenir T-shirts which become their own personal gifts to bring home. There is also freedom for tourists to choose button badges with different themes of sub-logo printed on top. They always end up buying the ones that leave them deeper impression about this place.
